Project Gallery

IKEA, Oxford Street pop-up store

THE DEVELOPMENT

Embrace Building Wraps was thrilled to be part of a remarkable project leading up to the grand opening of IKEA’s ‘Hus of FRAKTA’ pop-up store on Oxford Circus, London. This temporary retail space is dedicated to celebrating the iconic blue FRAKTA bag, a symbol deeply embedded in the IKEA brand ethos.

Located near the highly anticipated Oxford Street flagship store, the pop-up experience embodies IKEA’s innovative spirit and commitment to engaging and memorable consumer experiences.

THE BRIEF

With the impending launch of this unique retail experience, Embrace was tasked with creating an eye-catching, engaging space that would not only block views of the preparations inside but also effectively promote the upcoming opening.

In the initial phase, our professionals were appointed to dress all windows on the ground and first floors with self-adhesive vinyl, providing an aesthetically appealing barrier.

As the project progressed, an additional brief was issued to update two prominent windows and the main entrance, which included framing a digital screen while ensuring cohesion between the wrap design and the overall building and store aesthetics. The challenge was to create a visually striking façade that aligned with IKEA’s branding and brought the FRAKTA narrative to life.

THE SOLUTION

Utilizing our state-of-the-art large-scale digital printing technology, Embrace executed the project with precision and creativity. The first phase involved expertly wrapping seven display voids, consisting of six sets of windows and an adjacent site hoarding that projected forward from the line of the windows.

Our experienced team efficiently removed existing vinyl, printed the new designs, and installed the graphics seamlessly in one continuous work sequence, achieving a professionally polished look. The key transformation involved using self-adhesive vinyls that cleverly replicated the design and colour of the iconic FRAKTA bag, embracing the brand’s visual identity.

As the project progressed into its second phase, our tasks expanded to stripping two windows where the pop-up shop was located. We meticulously installed 1350mm blue vinyl strips internally above the pop-up window and at the main entrance, enhancing the store’s interior while staying true to IKEA’s design principles.

Externally, we mirrored the internal blue strips with bronze, aligning with the window surround and cleverly masking the white backing of the blue vinyls. Creating visual harmony was paramount; thus, we stripped the window showcasing the new animation screen inside and installed a fresh set of vinyls that framed the display while allowing for unobstructed viewing.

Collaboration was vital throughout this process. Embrace worked closely with key stakeholders, including Ingka Investments, IKEA Retail, and Mother London, coordinating on-site efforts with Hurst Interiors and McLaren Construction to ensure all elements aligned with the grand vision.

The intuitive design echoed the excitement surrounding the FRAKTA bag, featuring messages like “There’s a new bag in town” and “Unpacking a world full of wonder,” along with the dominant IKEA logo and the tagline “The wonderful everyday.” This creative flow extended across the entirety of the building, tying the pop-up experience together seamlessly.

The project timeline was aggressive, requiring us to execute intricate elements for Phase two through the night before the pop-up opening. Embrace’s dedicated team commenced work at 8 pm, demonstrating incredible resolve by working tirelessly through to 5 am, just in time for the early morning press launch and photoshoot at 7 am.

Despite challenging weather conditions, we successfully delivered a project that not only met the set deadlines but also adhered strictly to budgetary constraints.

Embrace Building Wraps showcased their expertise and commitment to quality through the Hus of FRAKTA pop-up experience. This project not only highlighted the artistic potential of building wraps but also demonstrated Embrace’s capability to transform commercial spaces into dynamic marketing platforms, resonating with audiences and enhancing brand visibility in a competitive marketplace.